Stereotypes are simplified mental representations and generalizations about certain social groups, based on common characteristics attributed to them. They play a significant role in the formation of consumer perception and behaviour. Stereotypes are formed through cognitive processes of simplifying information for faster processing. Although this rapid processing facilitates decision-making, stereotypes can lead to incorrect judgments and discrimination. In consumer behaviour, stereotypes influence purchasing decisions. Marketing campaigns use stereotypes to target specific consumers, tailoring messages and strategies to the assumed interests of the group. This can shape consumer preferences, but also raise ethical questions about discrimination. The study of this phenomenon requires an understanding of the theoretical framework of stereotypes, an analysis of the impact of stereotypes on consumer perception and decisionmaking, and research into examples of stereotypes in marketing and advertising. Overcoming stereotypes requires democratic marketing practices that create diversity and representation, thus encouraging positive changes in society and the market. The topic of stereotypes and consumer behaviour helps to gain a deeper understanding of how stereotypes shape consumer behaviour and how the industry can adapt to create a fairer market environment